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News February 5, 2018

Sony/ATV leads in sync deals during America’s Super Bowl with 17 placements

Sony/ATV leads in sync deals during America’s Super Bowl with 17 placements

The Super Bowl is the biggest US television event of each year, with an average viewership of 111.3 million – which is more than a third of the American population.

Some ads screen for up to $1 million during the broadcast for premium established, which makes the music industry scramble to get placements.

Two interesting trends showed themselves at last weekend’s game: more ads than ever are featuring the artists themselves, and brands are increasingly reaching out to hip-hop.

Sony/ATV revealed that it had 17 placements, with brands licensing songs from its catalogue including Amazon, Budweiser, Hyundai, Monster and RAM.

Amazon used Cardi B’s ‘Bodak Yellow,” Keith Sweat’s ‘Nobody’, the Carly Simon sung James Bond theme ‘Nobody Does It Better’ and The Jackson 5 classic ‘I Want You Back’ in an amusing commercial starring Gordon Ramsay, Rebel Wilson, Sir Anthony Hopkins, Amazon founder Jeff Bezos and Cardi B herself.

Sony/ATV’s SuperBowl revenue was up 25% after outperforming its tally of 10 from last year.

The company also licensed more than half a dozen songs for promos and trailers aired during the Super Bowl.

Brands utilized the entire breadth of Sony/ATV’s market-leading 3 million-strong catalogue for their Super Bowl campaigns.

They ranged from Monster featuring the just-released ‘Savior’ by Iggy Azalea featuring Quavo to Hyundai using Bill Conti’s ‘Going The Distance’ from the Rocky movie.

Budweiser reworked a classic with Skylar Grey covering the Ben E. King soul standard “Stand By Me” for a commercial highlighting the brand’s disaster relief efforts.

For Queen’s sports anthem ‘We Will Rock You’, RAM chose the less known BBC version by the band than their original.

Other songs utilised were Tom T. Hall’s ‘I Like Beer’ (Michelo), Paula Cole’s ‘I Don’t Want To Wait’ (Natural Light), Kanye West’s ‘Bounce Back’ (Quicken Loans) and Sting/Will Powers ‘Adventures In Success’ (Squarespace).

Sony/ATV President, global chief marketing officer Brian Monaco said: “The Super Bowl is always an exciting time for us because there is no bigger event to promote our songwriters’ music.

“Not only do these commercials work as great entrances for some of our newer artists on the nation’s biggest stage – for example, Cardi B starring in the Amazon spot – but it’s also the perfect way to expose some of our iconic copyrights to a new audience in innovative ways.”

Sync-deals were still being struck right to the last minute.

But Universal Music Publishing Group, which had the second most highest tie-ups, was assured of exceeding last year’s tally of seven.

BMG was hoping to get eight, Warner/Chappell for four and Kobalt about three.

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